Custom Pins Now

Custom Pins Now manufactures custom enamel pins, patches, medals, belt buckles and coins, and sells them across the country rather than inside a service radius. Christian redesigned and rebuilt the site, and is their ongoing SEO consultant.

The problem is a different shape from a home services site. There is no map pack to win and no phone that has to ring in the next ten minutes. There is a product catalogue that has to be findable across a very long tail of intent, a buying cycle measured in weeks while somebody collects quotes and compares artwork, and competitors who are catalogues rather than the shop three towns over.

So the design lets the product do the selling. The hero puts the actual pins and patches on screen at full colour rather than describing them, because in this category the craft is the argument, and the ordering path is built around the two things a buyer is really anxious about: what it will look like, and what it will cost before they commit.

Underneath, the work is architecture and search. How the range is structured and internally linked, what earns a page of its own, how somebody moves from a broad idea to a specific quote request, and how the site stays legible to search engines while the catalogue keeps growing. It runs on Webflow with CartGenie handling the store, which suits a client who needs to add products without booking a developer.